VC Kara Nortman bet early on women’s sports, and now she’s creating the market
As women’s sports experiences a remarkable surge in popularity, marked by significant developments across various leagues, optimism is tempered by a cautious outlook on sustainability. The Golden State Valkyries recently made headlines by playing their inaugural game in the Women’s National Basketball Association (WNBA), a pivotal moment that underscores the growing recognition and investment in women’s sports. Additionally, the National Women’s Soccer League (NWSL) is expanding, reflecting an increasing appetite for women’s soccer and the potential for greater fan engagement. These milestones are complemented by a series of lucrative media rights deals, which are crucial for elevating the visibility and financial viability of women’s sports leagues.
Despite the exhilarating momentum, industry experts like Nortman express a measured optimism, highlighting the importance of ensuring that this current boom translates into lasting growth rather than a fleeting trend. Historical patterns have shown that spikes in interest can often lead to disappointment when they fail to maintain momentum. For instance, previous surges in women’s sports have occasionally faltered due to a lack of sustained investment and media coverage. Nortman emphasizes the need for strategic planning and long-term commitment from stakeholders to ensure that this moment in women’s sports is not just a passing phase but a transformative era that establishes a solid foundation for future generations of female athletes.
The recent developments in women’s sports come at a time when societal attitudes toward gender equity in athletics are evolving. Increased visibility through media coverage and sponsorship opportunities is not only fostering a broader fan base but also inspiring young girls to pursue sports. The expansion of leagues like the NWSL and the emergence of teams such as the Golden State Valkyries are critical steps toward achieving parity in sports, but the challenge remains to convert this enthusiasm into sustainable support. As the landscape of women’s sports continues to change, the focus will be on harnessing this momentum to create a robust ecosystem that champions female athletes and ensures their success on and off the field.
As women’s sports enters what feels like a sustained boom period — the Golden State Valkyries just played their first WNBA next season, the NWSL is expanding, media rights deals are growing — Nortman remains cautiously optimistic about whether this moment will prove different from past surges in interest.
